Purpose of Review
E-cigarettes are available in a variety of flavors not found in traditional tobacco products (i.e., “nontraditional flavors”), which is a commonly cited reason for e-cigarette use. This review examines the prevalence of nontraditional-flavored e-cigarette use, mechanisms through which flavorings enhance product appeal, use of nontraditional-flavored e-cigarettes for smoking cessation, and differences in these findings between youth and adults.
Nontraditional-flavored e-cigarettes are used at e-cigarette initiation by the majority of youth. These flavors enhance the appeal of e-cigarettes by creating sensory perceptions of sweetness and coolness and masking the aversive taste of nicotine. Use of nontraditional-flavored e-cigarettes is higher among youth and young adults (vs. older adults) and among nonsmokers (vs. combustible cigarette smokers).
Nontraditional-flavored e-cigarettes are popular among youth, but may be less common among older adults and combustible cigarette smokers. Further research is needed to determine whether use of e-cigarettes in nontraditional flavors affects smoking cessation.
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AL, KS, and JBT declare no conflicts of interest. NG accepted a job with JUUL Labs on February 10, 2019, and did not contribute to the paper after that date.
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Goldenson, N.I., Leventhal, A.M., Simpson, K.A. et al. A Review of the Use and Appeal of Flavored Electronic Cigarettes. Curr Addict Rep 6, 98–113 (2019). https://doi.org/10.1007/s40429-019-00244-4
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